Recently, the news that Hisense acquired Toshiba TV for 12.9 billion yen is exhilarating and intriguing.
China is a large home appliance manufacturing and exporting country, home appliance industry ranks first in the world in scale of production, emerged a number of 100 billion yuan scale leading enterprises.As China's economy from high-speed growth stage to high-quality development stage, home appliances manufacturing industry Realize the transformation from big to strong, into the forefront of the global market has become the common pursuit of China's home appliance leader.
In recent years, the home appliance industry has been actively involved in supply-side structural reforms, expediting the transformation of its development mode, focusing on core technologies, expanding its mid-to-high end market, and achieved remarkable results. A good momentum of mutual promotion between industrial upgrading and consumption upgrading has taken shape. As the industry leader, Hisense has relied on innovation to drive not only the ULED LCD TV with the best quality but also the first to lead the development of high-end LCD TVs The future of laser TV products.These products with independent intellectual property rights in the industry award-winning, also won the favor of high-end consumers.According to the YEKANG market data from January to September this year show that in 80-inch large screen TV market, Hisense laser TV market accounted for more than four percent, more than 85 inches in the market accounted for more than Liucheng.This shows that Chinese TV companies rely on TV display technology and video image processing technology advantages, breaking the foreign brands firmly occupy the high-end Market situation, but also ripped off the domestic TV 'low-quality low-cost' label.
With the continuous improvement of core competitiveness, Chinese home appliance enterprises have placed greater emphasis on allocating resources globally and are trying their best to achieve greater growth through 'going global' and transforming from Chinese products to Chinese brands. Haier and Hisense insist Own brand global operation, through overseas factories, cooperation and sports marketing, etc., continue to enhance the brand's international influence.Data show that Haier large household appliances 2016 brand retail sales accounted for 10.3% of the global market, the eighth reelected the world's first Hisense ranked third in global market for color TV shipments for two consecutive years.
Should be said that the Chinese home appliance business overseas 'brand' challenge is quite challenging, not only facing fierce competition with multinational giants, but also make great efforts to change the inherent brand awareness of consumers in all countries.Therefore, while insisting on cultivating their own brands, Merger and acquisition of international brands, after all, is a realistic choice to speed up the growth and expansion of white lead Haier through mergers and acquisitions, North America's first kitchen appliances GE Appliances, New Zealand's top home appliances brand Fisher & Paykel into its own to build a strong international brand matrix. Practice has proved that this can not only form a super entrance to the global market and meet the needs of users with complicated and diverse needs in depth, but also rapidly integrate overseas markets, technologies and industrial chains to effectively enhance the global competitiveness of enterprises. At present, In the international market, the trend of rapid growth, but compared with the top companies such as Samsung, the share of the gap is still very large, etc. Therefore, running to create a world-class brand goal, Chinese color TV enterprises in the hard work, while overseas expansion Must whirlpool.
In the 1980s, Japanese TV brands swept the Chinese market. Many people are familiar with the slogan "Toshiba, Toshiba and Toshiba in a new era." Nowadays, Chinese color TV enterprises have won first-mover advantage in the market through innovation and hard work. Hisense Through the acquisition of Toshiba TV to accelerate the international layout, in the changing times, China's home appliance industry has a strong rise.With the acceleration of the pace of transformation and upgrading, including China's home appliance manufacturing efforts to create, China brand, , In rewriting the global industry development territory at the same time, will bring greater surprise for consumers in all countries.